What's the book corporate America doesn't want you to read? Find out now -- or you could get scammed.

Southwest’s about-face

June 21, 2006

Southwest Airlines is a step closer to abandoning its “open seating” policy, according to several recent reports. Good news for consumers? Maybe.

Good news for Southwest? Maybe not.

Let’s start with the effect on travelers. Being able to secure an assigned seat will give many air travelers peace of mind, knowing they’ll have a much-needed window seat or exit row. That’s a positive development.

What’s in it for Southwest?

Check out Southwest’s 1995 annual report in which the plucky discounter lists its six secrets of its success.

Here’s secret number two:

“Keep it simple. Southwest Airlines honors some simple no-nos: No assigned seats. No meals. No hassles. No problems. Do our Customers like the way we do business? You could say they’re simply nuts about it!”

Later in the annual report, Southwest notes that its “simple, quick, and efficient” boarding procedures “minimize our customers’ total trip time.”

All of which begs the following question: If Southwest is about to give up one the secrets to its success, what will that mean for the carrier?

For the answer, please turn to the 2007 annual report.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

8 comments

  • James Johnson

    I fly about 3 times @ year on S.W. I think it is a MISTAKE for S.W. to retire it’s open seat policy.

  • Vicki Fuller

    I fly Southwest quite often. Although my nerves are shot hoping for an “A” boarding pass, I still like the idea of quick and easy boarding, regardless. Thanks to the no frills concept, I have saved many hard earned dollars and can spend them once I get to my destination instead of the journey to and from it!

  • Jeff Saxton

    I completely agree with the open seating policy. After working for an airline that does not do this. I can see all the advantages of it. MUCH faster boarding and most important of all, EVERYONE is in the boarding area at boarding time. You do not have those last minute pax who think that because they have a seat they can get there 2 minutes before the flight leaves. Rarely do you here Southwest calling for final boarding because pax are missing. I now fly Southwest weekly on business and have found with a little forethought that I almost always get an A boarding pass. I believe Southwest will find that having assigned seats will add 10 to 15 minutes boarding time to their flights. This will not work with Southwests 25 minute turn around on their aircraft.

  • Mary

    I love Southwest’s boarding policy. I try to get on near the middle or end of boarding and have never had to sit by a baby or child.

  • Michelle

    I would rather see more room in the seats than assigned boarding. I normally arrive an extra hour ahead of time and have never had a boarding issue or delay problem. It’s usually the folks that arrive late that have a problem and it’s the same on all airlines. I can just imagine the issues that will happen with luggage and flights if people don’t get their as advised. Perhaps the assigned seats will work if they apply most of the same policy like getting there and getting checked in or lose your preassigned seat.

  • renae savicki

    Last year I flew over 100 flights on Southwest and received a ‘companion pass’. I expect to do the same this year UNLESS this assigned seating becomes a reality.
    I fly Southwest for business because of it’s quick and easy ticketing/boarding and frequent flyer rules.
    Since my travel is being paid for by my company, I can fly any airline I choose. With assigned seating,
    I expect to be choosing another airline quickly!

  • Jean

    I would HATE to see them move to assigned seating. The procedure now is quick and painless. I can choose to get an “A” boarding pass if that’s important to me.

    My husband will soon be flying weekly for business and the reason that we are choosing Southwest is the easier approach to flying. Assigned seating will add time, hassles, and headaches.

  • Companion pass frequent flyer

    I just called the Southwest consumer relations department today to explain what I consider to be a real problem with their new system and the way they are trying to protect it. My concerns got me a response of “fly more as a revenue passenger to get the guaranteed A”. That’s not really a very nice thing to say to someone who flys a lot as a revenue passenger and that is also on even more SW flights as a non-revenue companion pass customer.

    The company wants to shut down any other way to obtain priority boarding other than paying them. The TOS for online check-in that they are trying to enforce with cease and desist letters are such that ONLY the person that is flying can do the check-in. According to the SW legal minds you are breaking the rules by having anyone else check you in. So, no secretaries or family memebers better check you in or you are violating the terms of service. This means that all of the free automated services that would check you in on your behalf are being threatened with litigation. SW has resorted to defining them as a “travel services business” to enforce the SW TOS.

    As a frequent flyer I see multiple problems.

    1. There are now 60 A boarders. They renamed a fair amount of previous B boarders and now call them A’s.

    2. Anyone traveling on a companion pass is on their own and doesn’t get the same A pass as the person they are tied to in the ticketing system.

    3. As a person that flies frequently with multiple trips, check-ins right at the 24 hr mark are sometimes impossible. Sometimes it’s the SW system that refuses to allow check-in unless you have flown all your previous segments, sometimes it’s that you are in the air and can’t get it done. Your buddy gets the A and you get whatever there is by the time you can check in. And I really don’t want to hear “your buddy should save you a seat” nonsense.

    When I clearly explained these issues to the “consumer affairs” rep, I was told I need to take more paying flights and then I’d be guranteed and A boarding pass. Maybe it’s time to go elsewhere as the “customer service” and appreciation is gone at SW.

Previous post:

Next post: